Hotel industry of Ukraine in crisis conditions: challenges, trends, prospects

The purpose of the article is to study the peculiarities of the functioning of the hotel industry of Ukraine in the conditions of the crisis, to identify modern trends and prospects for its development.The methodological basis of the research is a system of general scientific and special methods. The method of system analysis used in the work made it possible to provide a comprehensive consideration of the problems of the development of the hotel industry of Ukraine in crisis conditions. The research is based on the use of a number of scientific methods: theoretical generalization, abstract-logical, method of systematization, methods of analysis and synthesis. Scientific novelty. In the course of the research, the statistical indicators of the development of the hotel industry in Ukraine in recent years were analyzed. It was found that the country is characterized by significant regional disparities in the number of hotel enterprises and places in them, and as a result of the war, there was a redistribution of hotel occupancy between regions. It has been established that despite the war, new hotels are emerging in the country that are oriented to European service standards, and special attention is paid to the safe living conditions of tourists. Conclusions. It was established that despite the challenges of today, Ukrainian hotels are improving strategies to ensure attractiveness and stability of operation. In particular, the optimization and automation of technological processes, the personalization of service, the use of special forecasting systems that help assess the wishes and needs of guests and satisfy them in a timely manner are relevant. The article describes the main trends in the global hospitality industry, which are implemented in the activities of Ukrainian hotels. In particular, it has been determined that the trend of recent years is the construction of large apart-hotels with spacious rooms, modern infrastructure and high-quality service. It was determined that the greening of tourists’ needs led to the appearance of glamping sites, which gained popularity both in the western regions of Ukraine and near large cities. It was concluded that the prospects of the hotel industry of Ukraine are related to the successful adaptation of hotels and other temporary accommodation facilities to the modern realities of wartime, and the further development of the hotel industry can bring significant financial and reputational benefits to Ukraine.